NEW YORK — Another week, another retailer opens a flagship store in Manhattan.
L’OCCITANE, a beauty company selling high-quality skin care, body care, and fragrances, has debuted its new Flagship store in the Flatiron District of Manhattan. The store presents a new shopping model designed for today’s consumer, addressing their varying needs for information and immediacy, all the while channeling the rich heritage, natural beauty, and art de vivre of Provence.
“We are thrilled to open the first store of the future at L’OCCITANE Flatiron, one of our flagship stores worldwide and a premier shopping destination in Manhattan,” said Paul Blackburn Associate Vice President Design & Construction, North America. “From entry to exit, the multisensory boutique works collectively to create both an immersive and individualized shopping experience, offering clients an unparalleled assortment of product and service.”
L’OCCITANE hired the brand creative agency, School House, as lead designers who created a modern interpretation of abstracted design, art, digital and cultural and environmental innovations – forcing a re-invention of brick and mortar retail and elevating Provence from a location to an experience.
In partnership with School House, the new L’OCCITANE Flatiron is a celebration of time, inspired by the Provençal culture, with multiple layers for an immersive, yet individualized shopping experience. It begins with the exterior façade where bright golden L’OCCITANE shutters—a brilliant contrast to the neighborhood’s cityscape—open wide to invite everyone in. Upon entering, each guest is part of a modern day Provençal open air market with a community board expressing the boutique’s in-store services, and a selection of the brands bestselling and top trending products. Venturing into the store, guests experience a more sensorial journey where they can discover and enjoy L’OCCITANE’s extraordinary collection of products and fragrance. All experiences take place under a 400 sq. ft. trellis, a beautiful, architectural framework that expanses the boutique, running down the middle of the ceiling, with seasonal changes to feature new ingredient stories.
Inspired by today’s shift in ultra-beauty customization and with a focus on skincare innovations, the store features the first L’OCCITANE Smart Beauty Fitting Room, where clients can explore, discover and personalize their shopping experience on a digital platform which allows the customer to browse products in a private, digital format that many are more comfortable in, while complimenting with a physical, and sensorial product sampling experience. To continue to honor the brand’s tradition of hospitality, L’OCCITANE Flatiron will also feature person-to-person concierge offering amenities and services from sparkling water to fragrance engraving and custom gift creation.